The texter cracked it and left an angry retort on the cinema's voicemail, which the theater promptly used as the basis of its 'Don't text in the cinema' public service announcement currently screening before R-rated features).

By the way, at time of writing the YouTube video (below) had notched up some 350,000 views (no doubt helped along by a tweet from famed movie critic, Roger Ebert, who alone has 460,000+ Twitter followers!

N.B. if you have sensitive ears, you might like to check out the censored version (which has only 9000 views).

BUILD A COMMUNITY OF FANS - the Alamo Drafthouse has a solid following on both Twitter and Facebook, so when the boss blogged about this story (and posted the clip on YouTube) they had a ready made audience.

GIVE PEOPLE SOMETHING TO TALK ABOUT - this feeds into the point above ... by creating and posting the video the theater gave its fans a reason to propel the story throughout their own personal networks.

HAVE SOME FUN - some brands might cringe at the thought of taking the piss out of a disgruntled customer, but for the Alamo Drafthouse irreverence is all part of the package, and what you see is what you get.